Results and Effectiveness

a) Most engaging online activity for Intel globally. Interaction numbers 104.8% higher than all other global campaigns. b) Amount of time users spent on the site each visit was 169.7% above benchmark for the campaign. c) The Achieved pageviews to the site was 613% above benchmarked. d) Though launched only in 1 markets traffic came in from 173 countries making it a truly effective viral campaign with numerous blogs, posts and forums created on it. e) Traffic and interactions were so much above expectations that additional servers had to be installed to manage the TVC creation load.

Creative Execution

Utilizing cutting edge technology we allowed consumers to personalize the “Rockstar” TV spot, aligned with their thoughts of “Tomorrow”. Using a face mapping technology users created a 3D model from an uploaded picture/a webcam shot and animated real life expressions on them, then seamlessly grafted it onto original rockstar in the commercial. Users could add their name and innovation as supers over their “self-starring” commercial & share their personalized TV spot using facebook, orkut, youtube, blogs & other social media that was integrated into the site. users could upload their pic/take a pic through webcam and see their live model with all human expressions, a frown, a smile, a wink etc immediately. It created a “wow” impact for the users and helped create a huge Buzz for Intel. 360 degree approach: -tigger tags on TV at the end of the original "Rockstar" commercial -WOM plan,blogs, forum discussions, seeding etc.

Insights, Strategy and the Idea

Intel’s Sponsors of Tomorrow campaign was centered on conveying that Intel was the Sponsor of Tomorrow. The key challenge was to bring out Intel as an enabler of innovation and simultaneously create an emotional connect by bringing out the fun & quirkiness of the Brand and the scientists involved. Primary Objective: Showcase Intel as Innovators and develop a viral campaign that has a social trigger. Target Audience: Youth between the age of 18-34 who are interested with Technology. They thought the brand was very technologically focused and did not emotionally connect with the Brand. Insight: 1-TA showed high engagement with personalisation related projects and spent high percentage of their time online everyday on social networking sites. 2-A particular Intel TVC “Rockstar” had a very high affinity To succeed threfore, we had to involve a new “WOW” technology that our TA could personalise, have fun with and make viral.